How to Set Up TikTok Server Side Tracking - A Step-by-Step Guide

Setting up server-side tracking for TikTok can significantly enhance the accuracy of your event data and improve your advertising performance on the platform. Server-side tracking ensures that critical events are captured, even if client-side scripts are blocked by ad blockers or privacy settings. This guide will walk you through the process of setting up TikTok server-side tracking using the TikTok Events API Tag provided by Stape.io.

Why Use TikTok Server-Side Tracking?

Server-side tracking offers several advantages for TikTok advertising:

• Enhanced Data Accuracy: By routing data directly from your server to TikTok, you avoid data loss caused by browser restrictions and ad blockers.
• Improved Event Matching: TikTok’s server-side Events API allows you to send hashed user data, such as email and phone numbers, which helps TikTok match events more effectively.
• Optimized Ad Performance: With more reliable tracking data, your TikTok ads can be better optimized, leading to improved ROAS (Return on Ad Spend).

Overview of the TikTok Events API Tag by stape.io

The TikTok Events API Tag for GTM Server Side simplifies sending events to TikTok’s server from your Google Tag Manager server container. This tag supports various user data types, event parameters, and TikTok-specific events like “AddToCart,” “Purchase,” and “CompleteRegistration.”

Key Features:

• User Data Handling: Automatically hashes user data (e.g., email, phone) using SHA256 before sending it to TikTok.
• Supported Events: Pre-configured events include e-commerce actions like “AddToCart,” “InitiateCheckout,” and more.
• Scalable and Customizable: The template is open-source, making it easy to extend or customize for your unique tracking needs.

How to Set Up TikTok Server-Side Tracking

Here’s a step-by-step guide to implementing TikTok server-side tracking using the stape.io template:

Step 1: Install the TikTok Events API Tag Template

1. Download the template from the stape.io GitHub repository.
2. Import the template into your Google Tag Manager (GTM) server container.

Step 2: Set Up TikTok Events API Credentials

1. Sign in to your TikTok Ads Manager account.
2. Navigate to the Developers section and create an App ID and API Access Token.
3. Add these credentials to the TikTok Events API tag in your GTM server container.

Step 3: Configure Your Event Parameters

1. Define the events you want to track, such as “ViewContent,” “AddToCart,” and “Purchase.”
2. Map the relevant parameters like product IDs, prices, and user data (hashed).

Step 4: Test Your Setup

1. Use the GTM preview mode to verify that all events are firing as expected.
2. Check TikTok’s Event Manager to ensure data is being received accurately.
3. Review server container logs for any errors or misconfigurations.

Benefits of Using TikTok Server-Side Tracking

Using server-side tracking for TikTok offers several advantages, including:

• Higher Conversion Accuracy: Better match rates lead to improved ad performance.
• Cross-Platform Support: The setup integrates well with other platforms like Google Analytics and Facebook, ensuring unified tracking across your marketing stack.
• Customizable and Scalable: The open-source nature of the stape.io template means it can be adapted to fit various use cases, from simple websites to complex e-commerce stores.

Frequently Asked Questions (FAQs)

1. Can I use this setup alongside client-side tracking?
Yes. Server-side tracking can complement client-side tracking, ensuring that all possible data points are captured.

2. What data can be sent to TikTok?
You can send various user data, event parameters, and TikTok-specific properties like user agents and IP addresses.

3. How secure is this setup?
The template uses industry-standard hashing (SHA256) to secure user data before it is sent to TikTok.

Conclusion

Setting up TikTok server-side tracking using the Stape.io template is an effective way to enhance the accuracy of your event data and optimize your TikTok ad campaigns. By following the steps in this guide, you’ll be able to set up a robust tracking solution that improves your ad targeting and ultimately boosts your ROAS.